So, the test is whether the average user is confused as to origin. Someone searching Coca Cola who is shown on their search, as well as natural search results for the real Coca Cola, a clearly marked “Sponsored link” on the righthand side which is for Pepsico, a different company for example may not be confused. Whereas if that sponsored link is Cocacolapepsi, they may well be. This is a very common issue in practice for internet lawyers, as increasing volumes of customers and suppliers move on—line, and there will be much debate about the meaning of the court’s words above.